Stuffing Turkeys; Stuffing Shopping Bags

 By Denisha Stevens, Executive Vice President, Consumer Marketing

Americans will soon follow the tradition of stuffing turkeys and gathering around the dinner table with family and friends. Meanwhile, retailers are wondering if the economy will have an impact on that other holiday tradition - - stuffing our shopping baskets. A review of recent headlines reveals a range of predictions for the 2011 season.

Highlights - Consumer Reports 2011 Holiday Shopping Poll:

• Cutting Back. One in three consumers plan on cutting back on purchases this holiday season, while others plan on sticking to a tight holiday budget.

• It’s All About the Deal. The economy, it seems, has had an impact on shopper mindset. Forty-four percent of those surveyed believe that getting a great deal on purchases is even more important than it was last holiday season.

• Can’t Beat a Good Sweater. As usual, apparel remains a hot gift this season followed by electronics. Cash and gift cards also are popular. Surprisingly, a quarter of those surveyed report having unused gift cards from 2011. Lack of time to shop and not finding the items they wanted were the top reasons cited.

Highlights - National Retail Federation’s 2011 Holiday Consumer Intentions and Actions Survey:

• Shopping Slowdown. Approximately 62 percent of Americans will put the brakes on their holiday shopping this year due to the economy, but slowing down doesn’t mean doing without. Research indicates consumers plan on shelling out approximately $704.18 on holiday gifts and other seasonal items.

• Early Bird Gets the Sale. While annoying to some, it’s no coincidence retailers have started introducing holiday displays earlier and earlier in recent years. Nearly 40 percent of consumers kicked off their shopping before Halloween. Another 40 percent will begin crossing things off their holiday shopping lists in early November.

• Dare to Compare. Many consumers will put their shopping savvy to the test this year to stretch their holiday budgets. Top money-saving activities include making a shopping list in advance and sticking to it, along with aggressive couponing and comparison shopping.

• Smartphones Make Smart Shoppers. Nearly 46 percent of holiday shoppers will buy online this year and a growing number of consumers are turning to mobile devices to give them an edge. In addition to making online purchases, they are using devices to research products and pinpoint sales from their favorite retailers.

• Better to Self-Gift Than to Receive? A surprising shopping trend during these challenging economic times is the move toward self-giving. This isn’t about volunteering or donating to a worthy cause, it’s about putting your own name at the top of your shopping list. Approximately six out of 10 shoppers plan to make purchases for themselves this holiday season.

Whether it’s for you or for a family member, get out and get a jump on your holiday shopping after the turkey is devoured and the dishes are cleared. Your local retailers will be thankful.